7. The flexibility of information provided by management accounting is reflected in:
A. Information characteristics.
B. Scope of report.
C. Report form.
D. All of the above are correct.
Maybe you are interested!
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Meaning, Basis of Classification, Content of Classification of Forms of Complicity -
Classification of Production Costs by Cost Components -
Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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“Cronbach's Alpha Cost Factor Scale” -
Analysis of Capital Structure and Cost of Capital at Some Typical Enterprises
8. Management accounting provides information:
A. Useful for financial management.

B. Can only be expressed in money.
C. Entire enterprise.
D. Each business unit.
9. Management accounting is:
A. Detailed accounting of financial accounting to collect costs and calculate product cost.
B. A part of financial accounting serving business management.
C. An accounting department independent of financial accounting that serves corporate governance.
D. General accounting of financial accounting.
10. Management accounting and financial accounting are similar in that:
A. Using the same initial accounting information.
B. Provide information on the financial situation of the business.
C. Together demonstrate the responsibility of all levels of business management.
D. All of the above statements are correct.
11. Management accounting is built and standardized:
A. In the general accounting policy of the State.
B. In the accounting policy of each industry.
C. According to the control needs of capital owners.
D. According to the management needs of the administrator.
12. Managers require information from management accountants:
A. Ensure high accuracy.
B. Fast and reliable is better than accurate but slow.
C. Accurate and fast.
D. Objective and accurate because there must be supporting documents.
13. The objectives of management accounting are:
A. Provide information on the financial situation, performance and capital use of the enterprise.
B. Process accounting data to perform analysis, forecasting, inspection and decision making functions.
C. Provide information as requested by external users.
D. All three sentences above are wrong.
14. Management accounting and financial accounting differ in which of the following areas:
A. Information provider.
B. Information characteristics.
C. Scope of reporting.
D. All of the above.
15. Information with less emphasis on accuracy, with non-monetary information provided mainly by:
A. Financial accounting.
B. Management accounting.
C. Both sentences above are correct.
d. The above two sentences are wrong.
16. Management accounting reports are usually prepared at the time of:
A. At the end of the accounting year.
B. At the end of the quarter.
C. When the competent authority requests an inspection.
D. When managers need information to perform management functions.
17. Management accounting information must ensure:
A. Simplicity and brevity.
B. Effective support for managers in the new business environment.
C. Both (a) and (b) are correct.
D. Both (a) and (b) are incorrect.
18. Accounting does not stop at providing accurate information but requires that the accounting information provided must:
A. Flexible
B. Timely.
C. Useful.
D. All of the above are correct.
19. Which of the following groups is least likely to be provided with management accounting reports:
A. Board of Directors.
B. Workshop manager.
C. Shareholders.
D. Management at all levels.
CHAPTER 2. METHODS OF COST CLASSIFICATION
Chapter Summary
Cost classification helps managers understand the nature of cost factors arising from which they can take measures to control and reduce costs to the lowest level.
The main cost classification criteria introduced in the chapter include: Fixed costs and variable costs are classified based on the cost behavior with the scale of the organization's operations. Direct costs and indirect costs are classified according to the relationship of costs with cost objects. The terms controllable costs and uncontrollable costs are used to describe the ability of managers to control costs. Costs in a business are classified based on the function of operations including production costs (direct materials costs, direct labor costs and manufacturing overhead costs) and non-production costs (selling costs and business management costs). The terms product costs and period costs are classified based on the time they are recorded in the accounting statements.
While studying costs, we also study the economic nature of costs. Opportunity costs are the potential benefits lost by choosing one option over another. Sunk costs are costs that have been incurred in the past and do not affect current or future decisions. The concept of differential costs refers to the cost differences among options.
Methods of separating mixed costs into variable and fixed costs help managers control and predict future costs appropriately.
2.1. Concept and classification of costs
2.1.1. Concept of cost
Production and business costs are studied from many different perspectives. In financial accounting, costs are considered actual expenses incurred in connection with production and business activities in a certain period. In management accounting, costs can be actual expenses incurred in production and business activities, but can also be considered estimated expenses to carry out a production and business activity or can also be considered expenses lost when choosing one option instead of another, or the difference in expenses when comparing two options to choose an optimal option.
On the other hand, production costs can also be generally understood as the expenditures on live labor and materialized labor for production in a certain business period and are expressed in money.
2.1.2. Cost classification
In management accounting, production and business costs are classified in many different ways, depending on the purpose of using information by managers in each enterprise. Normally, the types of costs incurred and the way of classifying costs depend on the type of business organization. Therefore, understanding how to classify costs and the behavior of each type of cost is the key to making the right decisions for the success of the process of organizing and operating business activities of managers within the enterprise.
Therefore, the classification of costs in management accounting can be based on many different criteria such as: According to the economic content of costs, according to the economic function of costs, or according to the relationship with the period of determining business results with costs or can also classify costs according to the inductive method, classify costs according to the relationship with product volume (according to the behavior of costs), or according to many different cost classification criteria.
2.2. Cost classification by operational function
2.2.1. The significance of cost classification according to operational functions
Costs are considered from many different perspectives, each classification criterion is meaningful to managers in the process of controlling costs and operating businesses. On the other hand, cost classification criteria also have the meaning of providing information to all external subjects to achieve different goals.
Classifying costs by activity function to divide costs into two basic types, production costs and non-production costs, has implications for all subjects interested in costs.
- Determining the production cost and total cost of the product is the basis for determining the gross profit and sales profit of the departments and the entire enterprise.
- Determining the role and position of cost items in the production cost and total cost indicators is the basis for building a business performance reporting system by item. At the same time, it is an important source of information for corporate income tax settlement for operating organizations.
- Classifying costs by operational function is also the basis for managers to build a cost estimate system according to items and factors to analyze and evaluate cost fluctuations, which is a source of information for cost control in the enterprise.
2.2.2. Classification content
According to this classification, the total production and business costs of an enterprise are divided into two types: production costs and non-production costs.
2.2.2.1. Production costs
Production costs are expenses incurred within the production scope of the enterprise. Normally, the production scope of business organizations is workshops, teams, groups, etc. Production costs can be understood as the consumption of production factors such as labor, machinery, equipment, raw materials and other costs to create the cost of products or services in the period. Production costs are often divided into three basic items:
- Direct material costs: These are the costs of main and auxiliary materials, fuel, etc. that accountants can directly collect for the cost-bearing object. The characteristics of direct material costs are often variable in nature, they constitute the entity of the product, accounting for a fairly high proportion in the product cost index. Normally, direct material costs can be set for a product unit, which is both the basis for building estimates and the basis for cost control. However, in reality, the direct material cost item depends on the characteristics of business activities in different industries.
In basic construction enterprises, the products are works and construction items, so the direct material costs are iron, steel, cement, bricks, sand, etc. This cost often accounts for a high proportion in the cost of the project. In garment enterprises, the products are pants and shirts, the direct material cost is fabric, this cost often accounts for 30-40% of the production cost of the product. In tourism and entertainment service enterprises, the direct material cost accounts for a small proportion in the production cost index of the product.
- Direct labor costs: include salaries, allowances and deductions based on salaries, meal allowances, etc. of workers who directly create products. The characteristics of this cost item are often variable in nature, often establishing norms for a product unit to contribute to cost control and building a cost estimate system. For direct labor costs, accountants can directly aggregate them to cost-bearing objects similar to direct material costs. The direct labor cost item also depends on the characteristics of each enterprise, the characteristics of business activities, and the financial mechanism of the enterprises. Normally, enterprises that produce manually and use a lot of labor have a significant proportion of direct labor costs in the product cost index. Enterprises that produce with modern technology and use less labor have direct labor costs in the small proportion of product cost index.
- General production costs: these are the costs for workshops, teams, and groups in the production process to create products and services. In the actual production process, production costs often include the following factors:
+ Workshop and production team staff costs include salaries, allowances, salary deductions and other expenses payable to subjects such as foremen and deputy foremen.
Workshop foreman, team leader, deputy team leader of production teams, economic staff, warehouse keepers of workshops and production teams.
+ Material costs for the workshop and production team. This cost includes stationery, other materials needed for workshop repair and maintenance, etc.
+ Cost of tools and equipment for workshops and production teams. These costs vary depending on the operating characteristics of different workshops and production teams. These costs may include protective clothing for workers, tools for production workers such as hammers, saws, welding rods, etc.
+ Depreciation costs of fixed assets serving the production process. In the production process in workshops or production teams, there are often many fixed assets participating in the production process with different characteristics, so the application of depreciation methods for these assets is also different in order to recover investment capital. Normally, machines with rapidly changing technology often apply the decreasing depreciation method, while fixed assets such as factories often apply the average depreciation method.
+ Outsourced service costs include electricity, water, etc. used for the production process of workshops and production teams.
+ Other costs include expenses such as factory reception, damage during production, etc.
General production costs include many cost elements, some of which are fixed costs, some of which are variable costs, but some of which are both, which is a mixed cost. Therefore, business administrators who want to control the elements in this cost item need to separate the cost elements into two parts: fixed costs and variable costs.
2.2.2.2. Non-manufacturing costs
Non-production costs are costs incurred outside of a business's production. Non-production costs usually include selling costs and business management costs.
- Selling costs: are the costs of serving the consumption of goods and products of business organizations. These costs include many factors, each cost factor usually includes both variable costs and fixed costs. Therefore, to control cost items, it is necessary to separate each cost factor into variable costs and fixed costs. In practice, selling costs include:
+ Sales staff costs are salaries, bonuses, allowances, and salary deductions of sales staff. Currently, businesses often set sales staff salary standards based on the achieved revenue level to both control costs and motivate revenue growth.
+ Cost of materials for sales usually includes stationery and product packaging.
+ Cost of tools and equipment for sales often includes the cost of allocating tools such as counters, shelves, scales, quality control of goods, etc.
+ Depreciation costs of fixed assets used for sales such as depreciation of stores, warehouses, means of transport, supermarkets, billboards, etc.
+ Cost of purchased services such as electricity, water, advertising services, marketing, etc.
+ Other costs for sales such as reception, commission...
Thus, selling costs include many elements, but each element often represents a mixed cost, all serving the consumption of goods from the finished product warehouse to the place of consumption.
- Business management costs: these are the costs that serve the operating apparatus of the operating organizations. Business management costs include many cost elements, each element usually includes fixed costs and variable costs. Therefore, managers who want to control cost elements need to separate them into two parts: fixed costs and variable costs.
Business management costs include staff costs for the operating apparatus, material costs for management, tool costs for management, depreciation costs of fixed assets for management, costs of outsourced services for management and other costs.
If we consider each relationship of costs with the cost-bearing objects, non-production costs are often considered indirect costs. Therefore, to accurately determine the consumption results and business results of the departments, it is necessary to have appropriate cost allocation criteria.
Straight
The summary diagram of cost classification by activity function is as follows:
Direct material cost
Cost of raw materials
Indirect material costs
Straight
Product
Allocation
General manufacturing costs
Other costs incurred in the workshop
Indirect labor costs
Labor costs
Direct labor costs
Figure 2.1. Cost classification by operational function
2.3. Cost classification according to cost behavior
2.3.1. The significance of cost division according to cost behavior
Cost behavior is a term used to express the change in costs corresponding to the levels of activity achieved. Indicators showing the level of activity are also very diverse. In manufacturing enterprises, we often encounter indicators showing the level of activity such as: the amount of work performed, the volume of products produced, the number of hours of machine operation, etc. When considering the behavior of costs, it is also necessary to distinguish between the operating range of the enterprise and the operating levels that the enterprise achieves in each period. The operating range indicates the maximum operating capacities such as the capacity of machinery and equipment, the number of working hours of workers, etc. that the enterprise can exploit, while the operating level indicates the specific levels of activity that the enterprise performs in a period within the limits of that operating range.
When talking about cost behavior, we often imagine a change in the ratio between costs and the levels of activity achieved: the higher the level of activity, the greater the amount of costs incurred and vice versa. However, the type of cost that behaves like this is only a part of the total costs of the enterprise. Some types of costs are fixed in nature, not depending on the level of activity achieved during the period, and in addition, there are also some other costs whose behavior is a combination of both types of costs mentioned above. Therefore, in terms of behavior, the costs of the enterprise are divided into 3 types: Variable costs, fixed costs and mixed costs.
The division of costs according to cost behavior into variable costs, fixed costs, and mixed costs is meaningful for analyzing the relationship between costs, volume, and income in order to make business decisions. How much volume should a business produce and consume, and what should be the structure of its products to achieve the highest income?
Used to prepare business performance reports according to cost behavior, departmental reports to make decisions that need to be analyzed, maintain or terminate the activities of departments.
Used to analyze the fluctuations of expenses that play a role in controlling expenses to help reduce overall costs for the business.
2.3.2. Classification content
2.3.2.1. Variable costs
Variable costs (also known as variable costs) are expenses that are often proportional to production results or scale of operations. Variable costs are very diverse and rich, including direct material costs, direct labor costs, customer commissions, etc. In businesses, variable costs often have the following characteristics:



![Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in peoples daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone companys network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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